1
focus topic
300
participants
20+
speakers
2
stages
Know-How. Network. Drive.
One day, one goal: making football marketing smarter. At the SPOBIS Summit “Football,” the people who are truly driving the club business came together—from the first to the third division, covering everything from sponsorship and ticketing to merchandising. Participants gained honest behind-the-scenes insights, concrete takeaways for their daily work, and engaged in intensive, peer-to-peer discussions. The goal was clear: concrete takeaways instead of buzzwords, real solutions instead of PR clichés. Case studies and ideas were presented that enabled participants to further develop their businesses in a targeted manner. 🚀
- Exclusive insights: Best cases, clear learnings, and directly actionable solutions – straight from real football practice.
- Networking with a Purpose: Participants met decision-makers from across the football ecosystem and made connections that truly made a difference.
- Interactive Formats: Roundtables, deep dives, and Q&As brought participants into direct dialogue with the experts.
- By Clubs, for Clubs: Practical, modern, and immediately applicable—content that made the clubs smarter the very next day.
Two stages. Two perspectives. One goal.
The SPOBIS Summit combined overview and depth – with a Main Stage and a Deep Dive Stage.
Main Stage
The Main Stage focused on overarching themes, current developments and relevant analyses—providing guidance for the entire football business
Main Stage
The Main Stage focused on overarching themes, current developments and relevant analyses—providing guidance for the entire football business
- Generally relevant topics related to club business
- Inspiring ideas and practical insights
- Best cases relevant to various areas
Deep Dive Stage
The second stage – for those who want to dive deeper. Here, things get specific: clearly defined topics are discussed in focused sessions – practical, interactive, and solution-oriented.
The second stage – for those who want to dive deeper. Here, things get specific: clearly defined topics are discussed in focused sessions – practical, interactive, and solution-oriented.
- Deep dive sessions on specific issues
- Workshops and discussion formats instead of lectures
- Inspiration plus open exchange—with room for questions, opinions, and genuine discussion
- Hands-on learning that you can take straight back to your everyday work
Speakers
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Agenda
10:30 - 10:55: Content, Platforms, Community: How FC Bayern Munich Is Rethinking Its Club Media
Speaker:
Nikolai Kube, Head of Club Media & Content, FC Bayern München
10:55 - 11:40: Jerseys, Lifestyle, Collaborations: How Clubs Successfully Position Themselves in Merchandising
Speaker:
Kerstin Zerbe, Managing Director, BVB Merchandising GmbH
Sascha Steinbrück, Head of Merchandising, Hamburger SV
Charlotte Stenzel, Head of Merchandising, Arminia Bielefeld
Jan Borgmann, Head of Merchandising & Licensing, BSC Young Boys
11:40 - 12:25: Identity, Values, Strategy: How Clubs and Associations Bring Their Brand to Life
Speaker:
Afram Kakur, Director of Brand & Experience, VfB Stuttgart
Florian Lange, Director of B2C & Marketing, TSG 1899 Hoffenheim
Maximilian Arthen, Senior Brand Manager, DFB
Nils Unterharnscheidt, Co-Founder, Societas
12:55 - 13:25: Beyond the Badge: Creative Brand Management in Modern Football (Deep Dive)
Speaker:
Dr. Michael Welling, Managing Director, VfL Osnabrück
Christoph Koeberlin, Type Designer & Founder, Sportsfonts
12:55 - 13:25: Selling Sponsorship Effectively: What Does it Really Take? (Deep Dive)
Speaker:
Bernd von Geldern, Former Managing Director of 1. FC Union Berlin and FC St. Pauli
13:30 - 13:55: Organizational Development: What Professional Football Is Missing—and Why It Needs to Rethink Its Approach
Speaker:
Dr. Peter Görlich, Managing Director, Hertha BSC
13:55 - 14:20: From the second row to the lead: How professional football develops female talent
Speaker:
Julia Martin, Head of Human Ressources, 1. FC Kaiserslautern
Dr. Marion Mertesacker, Vice President Personal, DFL-Group
14:20 - 14:40: Mystery seats, app innovations, dynamic pricing: how RB Leipzig is rethinking ticketing
Speaker:
Tobias Fernau, Head of Ticketing & Customer Service, RB Leipzig
14:20 - 14:40: MSVereint: How MSV Duisburg United The City and Doubled Its Sponsorship Revenue
Speaker:
Christian Koke, Prokurist | Head of Marketing & Sponsoring, MSV Duisburg
15:10 - 15:40: Customer Journey: From Fan Data to New Revenue Models (Deep Dive)
Speaker:
Timm Jäger, CEO, Eintracht Tech | CEO, stackwork
Pauline Frese, Head of CRM, Eintracht Frankfurt
15:10 - 15:40: API First: Which Digital Touchpoints Maximize Revenue Potential in Ticketing (Deep Dive)
Speaker:
Matthias Schulz, Head of Ticketing, Borussia Mönchengladbach
Niels Trenktrog, Senior Consultant & Partnermanagement, CTS Eventim Sports
15:40 - 16:10: Digital Home for Royal Blue: How FC Schalke 04 is Turning its New Club App Into a Fan Hub
Speaker:
Joshua Harms, Productmanager Digital, FC Schalke 04
Hendrik Hohenberger, Managing Editor, Communications Department, FC Schalke 04
16:10 - 16:30: Experiences That Leave a Lasting Impression: New Revenue Opportunities Through Brand-Driven Hospitality
Speaker:
David Strauss, Head of Marketing and Sales, SV Elversberg
16:30 - 17:00: Efficiency, Scouting, Talent Development: How Smart Squad Planning Becomes a Key to Success
Speaker:
Sebastian Lange, Managing Director Sport, SC Paderborn
Andreas Luthe, Chairman of the Board, VfL Bochum
Highlights of past SPOBIS events
Secure your ticket now!
Tickets include
Access to all panels and round tables
Exclusive networking opportunities
Hands-on insights from industry leaders and experts
High-quality catering
*plus VAT
Special Location
BASE provides an extraordinary backdrop for the SPOBIS Summit: Lukas Podolski's multifunctional location combines industrial design with a very special charm – a place that exudes enthusiasm for sports! The perfect atmosphere for new ideas and excellent networking.
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Impressions
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